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Cookie Time serves up tasty ‘The Addams Family’ collaboration

Fuseworks Media
Fuseworks Media

In a New Zealand film partnership first, Cookie Time is launching a bespoke cookie to celebrate the upcoming The Addams Family movie in New Zealand cinemas December 5. The Quirky Chocolate and Red Crunch Cookie features both a custom flavour and custom The Addams Family themed packaging.

Cookie Time and Universal Pictures - in a relationship created by Rapport, New Zealand’s leading brand partnerships marketing agency - have brought together two iconic brands and their characters to create the limited-edition cookies.

Seven different packaging designs feature the kooky Addams Family alongside Cookie Time’s iconic Cookie Muncher character, who playfully attempts to join in The Addams Family ‘fun’. The specially created flavour combines chocolate chunks with crunchy red candy drops in a quirky - but delicious - nod to what might lurk in The Addams Family cupboards. And customers who partake will have the opportunity to win prizes including special movie screenings, movie packs, and an amazing international Addams Family themed holiday.

Guy Pope-Mayell, Cookie Time Managing Director, says the film partnership is a first in terms of product and scale, with Quirky Cookies being produced for New World and TheMarket - TheWarehouse’s new online marketplace, as well as Cookie Time’s online store

"Brand collaborations are a hot trend but this takes it to a new level in creating a special cookie flavour and a raft of themed packaging across three 45g and four 20g cookie formats, and bringing this to life through a multi-partner and multi-level collab."

"Good brand collabs have to be much more than ‘slap on a logo’ and this one is a major undertaking in terms of new product development, creative and production. In this instance, it was fantastic to have Rapport working with Universal Pictures to help negotiate The Addams Family creative boundaries and streamline sign-offs." Pope-Mayell says.

Leonie Titshall, General Manager at Rapport, said: "It’s been a brilliant experience bringing together a cherished New Zealand brand, Cookie Time, with such an iconic film brand as The Addams Family. The "Quirky" film partnership has been a mutually-beneficial collaboration, propelling both brands into new and exciting territories to deliver value and audience reach as well as a tasty dose of unexpected fun and talkability - what’s not to love?"

Neil Lambert, Managing Director at Universal Pictures New Zealand, said: ‘The Addams Family is an iconic spooky family and we knew it would take a very special partner to really capture and bring to life that spirit. So we’re thrilled to have the perfect collaborator in Cookie Time. Their unique sense of fun really has made them the ideal partner for The Addams Family, and their excitement for the film meant we could deliver something amazing and unforgettable that we know Kiwis are really going to love.’

The first Quirky Cookies launch on 30 September, with 45g cookies available in New World nationwide, with bespoke point-of-sale and New World Clubcard member communications - giving members the chance to win a family trip to Auckland with a private movie screening, movie tickets, merchandise and more. Next up, TheMarket will distribute more than 60,000 20g cookies as gifts with online orders throughout October and November, with the opportunity to win the ultimate The Addams Family themed holiday to New York, Hollywood or Bordeaux.

The Addams Family releases in cinemas across New Zealand on 5 December.

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